Big Time Rush Star Takes Creative Lead Behind the Camera and in Front of It for Humorous New Campaign
SALT LAKE CITY, Sept. 23, 2026 /PRNewswire/ — Xlear, the leading maker of xylitol-based nasal and oral hygiene products, today announced a new collaboration with James Maslow, the actor, recording artist, producer and hit TV show and band Big Time Rush star who wrote, produced and stars in the brand’s new advertising spot.
Rather than simply stepping in front of the camera as a celebrity spokesperson, Maslow took an active creative role in bringing the campaign to life, writing the spot, producing it and delivering its comedic performance.
The nearly two-minute ad takes an unconventional approach to nasal care, combining live action, comedy and cinematic visual storytelling. It opens with Maslow in a series of humorous everyday situations before transitioning to him speaking directly to viewers with Xlear products prominently featured.
Then the story takes an unexpected turn.
Viewers are transported inside the nose for an exaggerated cinematic battle sequence that humorously brings the campaign’s nasal-health theme to life. The spot ultimately returns the focus to Xlear and its nasal-hygiene products, using entertainment and comedy to approach a category rarely presented this way.
Click here to watch the ad: https://www.instagram.com/reel/DdCWZu-POwE/?stkn=MXE0cnhodHV3YnhuNA==
The campaign also provides a window into a part of Maslow’s career that audiences may know less about: his growing work as a writer, producer and creator.
“James brings much more to this partnership than his talent in front of the camera,” said Xlear President Shad Slaughter. “He understands how to create content, how to tell a story, and most importantly, how to entertain an audience. He wrote it, produced it and starred in it, and that creative involvement helped us make something very different from a traditional product commercial.”
“I loved that Xlear gave me the opportunity to approach this creatively and do something unexpected,” said Maslow. “Writing, producing and acting in the spot allowed me to think about the entire piece, not just my performance, and find a way to make something entertaining that people would actually want to watch and learn from.”
Importantly, Maslow’s relationship with Xlear began well before any formal partnership. As a professional singer and touring artist, Maslow was already a daily user of Xlear products, incorporating Xlear into his routine throughout Big Time Rush’s recent 75-city worldwide arena tour.
“I was using Xlear every day on tour long before we ever discussed working together,” said Maslow. “When you’re traveling constantly, performing night after night and moving between arenas, hotels and airplanes, taking care of yourself becomes a huge priority. Xlear was already part of my daily routine, so when the opportunity came along to work together creatively, it felt like a very natural fit.”
The commercial is expected to be followed by additional campaign content featuring Maslow as Xlear expands the collaboration across digital and social platforms.
The partnership comes during a particularly active period for Maslow. Alongside his work with Big Time Rush, he continues developing new solo music, film, television and other entertainment projects while expanding his work behind the camera as a producer and creator.
ABOUT JAMES MASLOW
James Maslow is an actor, recording artist, songwriter, writer, producer and creator known worldwide for starring as James Diamond in Nickelodeon’s hit television series Big Time Rush and as a member of the band known by the same name.
Beyond his work with the group, Maslow has built a multifaceted career encompassing solo music, film and television while expanding his work behind the camera. As a writer, producer and creator, Maslow is increasingly taking an active role in developing and producing original content in addition to his work as a performer.
For more information please visit www.jamesmaslow.com
ABOUT XLEAR
For more than 26 years, Xlear has developed xylitol-based products focused on nasal, sinus, and oral hygiene. The company’s philosophy is rooted in the belief that maintaining a healthy mouth and nose is an important first step toward overall health and wellness. Xlear’s portfolio includes Xlear Nasal Spray, available at more than 85,000 stores across the United States, as well as the Spry Dental Care line of products designed for everyday oral hygiene. Through its products, Xlear is committed to helping people maintain clean, healthy mouths and noses as part of their daily wellness routines.
For more information please visit www.xlear.com
Media Contact:
Jeff Guko
GULKO PUBLICITY
617.304.7339
jeff@gulkopublicity.com
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SOURCE Xlear
